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Wednesday, November 10, 2010

Steve Jobs on Paul Rand on branding.

In this 1993 interview, Jobs talks about branding in discussing the approach design legend Paul Rand used on the logo for NeXT. (Of note around 3:00 is a future shot across the bow of crowdsourcing and Rand’s discussion on compensation.) One of the things ranted on here all the time is the idea that a good logo won’t save a bad product, and you could argue that NeXT was a failure despite the design talent behind the logo. In a commencement address though, Jobs credits the *failure* of that company with ushering in the next phase of Apple’s iResurgence.

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